Facebook’s success with this model also quickly drove other platforms to copy the approach, like Twitter, which has for a long time tried to push its algorithmic-based feed onto users, rather than the beloved chronological timeline. This approach meant that publishers could suddenly compete against each other on the same platform, leading to an influx of click-optimized headlines and less money to be distributed among websites overall. The company was then forced to keep users on the platform as long as possible and monetize their interactions, leading to the redesign of the Facebook feed to be less focused on people you know, and more focused on supposedly interesting content. This trend supposedly really only started when Facebook went public in 2012 and started to focus on the interests of shareholders. To start with a little excursion, Jon explains to us that the internet wasn’t always the attention-based advertising machine that we know it to be today.
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